Research Paper
Year: 2019 | Month: July | Volume: 6 | Issue: 7 | Pages: 411-429
An Analysis on the Influence of Tuition and Service Quality on Parents’ Satisfaction and Its Effect on Their Loyalty at TK Swasta Sriwijaya, Medan
Sri Hartanti1, Prof. Dr. Paham Ginting2, Drs. Parapat Gultom2
1Postgraduate Students Department of Management, Faculty of Economics and Business at University of North Sumatera, Indonesia
2Postgraduate Lecturer Department of Management, Faculty of Economics and Business at University of North Sumatera, Indonesia
Corresponding Author: Sri Hartanti
ABSTRACT
TK Swasta Sriwijaya is one of kindergartens in Medan. Parents’ high interest in sending their children to kindergartens is responded by the school management to increase their service quality which is balanced with tuition. Since the number of kindergartens is rapidly increasing, the management of TK Sriwijaya has to provide better service quality in order to be able to compete with the other schools of the same type. The objective of the research was to examine and to analyze the influence of tuition and service quality on parents’ satisfaction and its effect on their loyalty at Tk Swasta Sriwijaya, Medan, North Sumatera. The research used descriptive quantitative method and the level of associative explanatory approach. The population was 50 clients at Tk Swasta Sriwijaya, and all of them were used as the samples, taken by using purposive sampling technique. The data were analyzed by using Path analysis. The result of the analysis showed that the variable of tuition had positive and significant influence on parents’ satisfaction, price and service quality had positive and significant influence on parents’ satisfaction, tuition had positive and significant influence on parents’ loyalty, service quality had positive and significant influence on parents’ loyalty, tuition had positive and significant influence on parents’ loyalty through parents’ satisfaction, and service quality had positive and significant influence on parents’ loyalty through parents’ satisfaction.
Key words: Tuition, Service Quality, Parents’ Satisfaction, Parents’ Loyalty.
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